How to Target the Right Buyer in Your Demand Generation Campaign
Different businesses define and approach demand generation in different ways because, at its core, demand gen marketing should adapt to the needs of your specific buyers. And converting those needs into actual demand requires a nuanced alignment of both communication and analytical understanding.
Identifying Your Ideal Customer
The first step in creating a demand gen-focused marketing strategy is to define your ideal customer profile (ICP). You most likely have a general understanding of your buyer persona and the demographics you want to target. To create an ICP, go even deeper by finding out what your buyers look like on a personal level.
If you can identify the challenges your common buyer faces, the type of people they relate to on a professional level, and how they source their solutions, you can effectively market to their personalized needs. This information isn’t easy to gather, and in some instances, you’ll have to assume some of these data points until you have more concrete answers. However, applying this mindset to your overarching marketing strategy can help you unlock a positive impact on your long-term ROI.
Campaigning for Your Buyer’s Need
Once you’ve defined your ICP, you need to establish why they would engage with your brand or solution. It’s helpful to look at what your solution provides, how your buyer will use it, and why they ultimately make a purchasing decision. Here’s a good roadmap for identifying your customer’s needs:
- Pinpoint all the ways your product might be adapted by your customers.
- Recognize research patterns in which your product might be discovered.
- Identify the common key words or phrases used to connect your product with your buyer.
- Surmise why your buyer would make a decision based on the information they have available to them.
- Name the challenges that get in the way of implementing your solution.
With this exercise, you can find key points of interest that can become marketing criteria for your team. Instead of taking shots in the dark with generalized messaging, you can speak more accurately to your targeted buyer’s professional persona.
Strategic Demand Generation
The data you uncover is only as good as the campaign it’s used in. This is why coming up with a strategy for generating demand is so important. You don’t want to waste your research and data on a marketing campaign that isn’t targeted or granular enough.
However, coming up with a demand generation strategy isn’t as easy as just creating an email campaign. You need to think about what drives engagement between you and your customers, and why that engagement is cohesive instead of reactive. Essentially, you want your marketing to be driven less by “click bait” and more by “excited actions.”
A great way to get started with strategic demand generation is to look at the different marketing channels you have available. These include, but are not limited to:
- Content syndication
- Paid media
- PPC (pay per click)
- Social media
- Display remarketing
- Public relations
- Event marketing
Optimizing the content you’re using in each channel will give your buyers more confidence in your brand and generate interest around the topics you choose to talk about. A common misunderstanding with demand generation is that it must yield leads in order to be successful. In theory, yes, your goal should always be to positively influence the revenue pipeline. If you’re not focused on the long-term goal of brand awareness and thought leadership, however, your ROI will always be reactive and short-lived.
Marketing Intent Data
One final aspect to a demand generation strategy is buyer intent, specifically, intent data that tracks usage and engagement. Your current database can be enriched by acquiring and augmenting behavioral and decisional intent. This helps you prioritize your marketing efforts by focusing on the contacts who are most likely to buy.
The value with intent data in demand generation is that it not only expedites the lead generation process, but also boosts your content engagement rates. The more your buyers are engaged with your brand, the higher the chance that they’ll interact with a call-to-action. Intent data can be somewhat commoditized, so make sure you’re focusing only on acquiring information that’s applicable to your campaigns. It’s helpful to have a plan in place before you kick off an account enrichment strategy.
Demand Gen Success, Defined
It can be a challenge to quantify what successful demand generation looks like, since there isn’t a finite way to track how much someone cares about your brand. That’s why DemandScience has made an effort to prioritize scalable demand generation campaigns that focus on ROI. We leverage your marketing criteria across our audience of over 150M tech buyers and focus on generating engagement that results in quality leads and revenue opportunities.
If you’re interested in learning more about DemandScience’s approach to demand generation, check out Demand Activate – our leading solution.
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